摘要
文章针对湘绣产品发展受限、推广市场狭小的问题,以湘绣文创产品为研究对象,围绕消费者的需求偏好来展开分析,综合运用深度访谈法、问卷调查、层级分析法等多种研究方法,从视觉外观、功能应用、产品品质、内涵价值四个需求维度分析消费者对湘绣文创产品的需求.在此基础上,采用KANO模型并结合Better-Worse和四象限分析法,获取不同需求项目的类型分类、满意度及重要度指标.研究得出:消费者对湘绣文创产品的装饰与美观度及文化属性需求更高.
Abstract
Hunan embroidery,as one of the four famous embroideries in China,is an embroidery technique with unique characteristics of Hunan and Hubei regions.However,with the technological upgrading brought about by the industrial revolution,mass production has become the mainstream manufacturing method of textiles,and traditional Hunan embroidery products have gradually declined in the mass consumption scene due to multiple factors such as complicated process,long construction period and high cost.Therefore,it is particularly important to inherit,innovate and spread culture of Hunan embroidery art products.In recent years,many scholars have carried out a series of studies on Hunan embroidery,mostly focusing on design element exploration,digital protection platform and other design practices,with a lack of attention to important production factors such as consumer demand and market development of Hunan embroidery products.Under the policy-oriented background of"cultural self-confidence"and"cultural power",the cultural tourism consumption boom has swept across China,and the young groups in the new era who pursue individuality and attach importance to experience consumption have moved to the mainstream,promoting the mass market cultural tourism consumption demand gradually to the direction of individuation and diversification.In order to expand the market of Hunan embroidery cultural and creative products and promote the inheritance and dissemination of Hunan culture,this paper conducted research and analysis on young consumers(18-28 years old)of Hunan embroidery cultural and creative products,and used KANO model and Better-Worse analysis method to clarify the young consumers'demand for Hunan embroidery cultural and creative products in the new era.Firstly,questionnaire distribution and in-depth interviews were conducted intensively in Yuelu Mountain and Orange Isle in Hunan province to obtain market research data.By integrating and analyzing the series demands of Hunan embroidery cultural and creative products,the expert team screened and classified the obtained demands of Hunan embroidery cultural and creative products by the hierarchical method,and divided the product demands into four levels:visual appearance layer,functional application layer,product quality layer and cultural connotation layer.Finally,the Better-Worse coefficient method was used to quantify the weight of each demand,and the sensitivity coefficient was increased to get the result.Based on the KANO model,it is found that among the 18 demands,undifferentiated demand(Ⅰ)accounts for the largest proportion,that is,consumers of Xiang embroidery cultural and creative products are not sensitive to most of the demands of the products.According to the Better-Worse user satisfaction analysis method,the satisfaction order of various demands is calculated and it is found that the shape,color,after-sales service,interest,security and regional characteristics of Hunan embroidery products are ranked first.The results of the article suggest that doing a good job in the innovative design of Hunan embroidery cultural and creative products can start from the above needs to improve consumer satisfaction.Based on the KANO model and the analytic hierarchy process,this paper analyzes the consumer demand of Hunan embroidery cultural and creative products,which provides a theoretical method for the subsequent research on non-legacy cultural and creative products.Due to the complexity and volatility of the research samples in the selection of objects,the design of questionnaires and the implementation of interview research,it is difficult to avoid certain impact on the analysis results.Therefore,the research results may have certain limitations.In the future,factors such as humanity,region,gender and age will be further comprehensively considered,comprehensive analysis will be strengthened to provide comprehensive empirical reference,and the list of consumer demand for Hunan embroidery cultural and creative products will be enriched.
基金项目
湖南省哲学社会科学基金艺术学项目(YBA28)
湖南省教育厅科研项目(294849)
江西省高等学校人文社会科学研究一般项目(YS22205)
湖南省普通高等学校教学改革研究项目(375)
湖南省学位与研究生教学改革研究项目(2021JGZD032)
国家科技期刊平台
NSTL
维普
万方数据